Dentsu Aegis launches The StoryLab in India, Sunil Kumaran joins as country head

23 Dec,2015

By A Correspondent


Sunil Kumaran

The StoryLab (TSL), the specialist content agency from Dentsu Aegis Network, has expanded its footprint into India with a slew of product offerings in the area of content partnership, curation, original content and content investment, Dentsu Aegis Network has roped in Sunil Kumaran to head TSL in India. Based out of Mumbai, Kumaran will be guided by Carat India Managing Director Kartik Iyer who also bears the title Executive Sponsor for TSL.


TSL, which operates in 16 geographies including India, will work with brands to innovate their supply chain of storytelling and thereby help them invest in the most engaging and effective content solutions for their media ecosystem, notes a communique


Prior to this, Kumaran was Chief Strategy Officer at Reliance Broadcast. There, Kumaran comes with over 20 years in strategy, media planning and buying and has worked with agencies including JWT, Lowe Lintas and Rediffusion.


Commenting on the launch, Ashish Bhasin, Chairman and CEO South Asia – Dentsu Aegis Network said, “Content is an exciting space for us to be in. Clients are increasingly looking at how they can ‘influence’ the consumers more effectively than just increasing their ‘reach’ through traditional forms of advertising.”


Added Iyer, “An entity like TSL is the need of the hour as brands look to accelerate the effectiveness of their ecosystems through innovative content solutions that can deliver scale, engagement and advocacy.  We are very happy to have Sunil Kumaran on board who brings with him years of strategic media planning experience and deep understanding of this space.”


Said Kumaran, “I’m very excited about this new initiative which is based on the philosophy of providing a superior value proposition to clients. Media convergence has disrupted the traditional advertising-led marketing communications model and ‘Content’ is one of the most valuable assets within media companies’ and brands’ ecosystems.  I am looking forward to doing some exciting work across brands within the Dentsu Aegis Network Group.”


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